Event organisers advised to 'use incentives effectively'

Free incentives are a useful tool to exhibition tool to attract attention to a brand but should be carefully considered, an event management expert has advised.

Free incentives are a useful tool to exhibition tool to attract attention to a brand but should be carefully considered, an event management expert has advised.

Don Turner, managing director of Spinning Clock, said that event organisers should remember the purpose of free gifts is to engage with delegates.

Writing for Event Industry News, Mr Turner said that common freebies such as sweets and pens may be cheap, but rarely connect with customers and exhibition attendees.

He said: "It's important to remember that incentives are not a silver bullet. They alone will not make that exhibition a success but they should re-enforce your brand message and retain a level of communication with the recipient."

Mr Turner suggests that it is more effective to invest in skilled representatives, explaining that well-trained staff can converse with delegates and are highly informative.

Earlier this month, software solution provider TAAP reported that technological devices such as the Apple iPad are increasingly being used for conference marketing and engagement.

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